In 1993, two Stanford engineering grads envisioned RFID technology tracking fleets of commercial vehicles. Since then, I.D. Systems has provided its customers award-winning Vehicle Management Systems. But they realized tracking and collecting data was just the beginning. With the explosion of wireless, big data and the internet of things, I.D. Systems is also a leader in Asset Intelligence. By analyzing massive amounts of operational data, it can streamline even the most complex supply chains.
I.D. Systems needed to appeal to two very different groups of buyers. And it wanted to shift focus from specific products to its solutions, services and data analytics. How could it do this, without confusing its message?
I.D. Systems continues to be a pioneer in tracking commercial vehicles via RFID hardware. It engaged Idea Grove to redesign its website to also position it as a true innovator in machine-to-machine solutions. Accommodating both specialties required a change to its primary messaging.
First it had to adjust the I.D. Systems brand story. The team collaborated on ideas to intersect, rather than differentiate, the two vertical markets. This led to a clear, cohesive message and drove an overall re-branding. Idea Grove designed a new website with a modern, responsive user experience. They based the navigation on I.D. Systems' solutions, services and analytics—not its products. The team crafted compelling content for buyers at every stage in the sales cycle. Finally, it executed a successful lead generation campaign to draw visitors to the new site.
“I want to share with you the success we’ve had since launching the new website last November. Comparing Q1 and Q2 2016 with the same period last year, our website conversions are up almost 70%, rising from 152 in 2015 to 257 in 2016. This increase is significantly higher than I had expected, so kudos to the entire team for their contributions to our success.”
Having different buyers and more than one line of business doesn’t have to result in a fragmented, confusing message. Idea Grove’s fluid website design and content convey a unified brand and message that resonates with each of I.D. Systems' audiences.
And the buyers are responding. With the new website's messaging, I.D. Systems reports a 70 percent increase in conversions from site visitors.